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Preamble
• Cadbury Perk – impulse purchase
• One creative execution on TV for the year
• Financial resources to purchase 2400 GRPs
Having this Theory of Wearout…
• We built a model to assess impact on salience
• Inputs into model– Weekly tracking data on ad and brand salience– Weekly reach numbers in %
Model Technique
• A dynamical model
• Involves solving a system of differential Eqs
• Kalman Filter Optimization
Led to Some Interesting Results!Over 50 Simulations Explored
S. No
Option J Score
1 Continuous 1683
2 1 week on 1 week off 2451
3 Flighting – 6 weeks on 6 weeks off
2500
4 Blitz – Expend all GRPs in 6 weeks
2050
Why Was It So?
• Our Hypotheses on-– Repetition– Obsolescence– Restoration
• Were proven TRUE
• Our Model says in English-– A lot of money Spent making the copy– Scheduling determines its preservation & Efficacy
..Leading to
• Recommendation of Flighting as a strategy
• Continuity was detrimental to awareness!!
• A 20% more Effective annual schedule built– And not just on basis of media efficiencies